For social media, old media rules apply, say experts

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For social media, old media rules apply, say experts Powered By Docstoc
					For social media, old media rules apply, say experts
Ben Comer
Medical Marketing and Media; Nov 2008; 43, 11; Docstoc
pg. 10




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Description: Pharmas spooked by the recent warning letter on an Adderall XR YouTube video shouldn't shy away from social media, according to industry regulatory experts. In the case of the Adderall XR video, featuring celebrity spokesman Ty Pennington, Shire says it was lifted from a company site and dumped on YouTube, where it appeared sans risk information. DDMAC has consistently taken the position that Internet promotion must comply with the Food, Drug and Cosmetic Act and regulations. The key, then, is in anticipating questions or concerns DDMAC may have, and being prepared to address them.
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